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Strategic marketing planning

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Strategic marketing planning involves developing a strategic fit between a firm's objectives, skills, and resources and available market opportunities to deliver targeted profits and growth. The process includes defining a corporate mission, establishing strategic business units, allocating resources, and planning for new business. Key steps are analyzing market opportunities, developing marketing strategies and programs, and managing efforts to meet strategic objectives.

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Strategic Marketing Planning
What is Strategic Planning? ,[object Object]
How to go about it? ,[object Object],[object Object],[object Object],[object Object]
Corporate Mission ,[object Object],[object Object]
5 questions that the firm must ask itself ,[object Object],[object Object],[object Object],[object Object],[object Object]
Marketing Myopia ,[object Object],[object Object]
Good mission statements have three characteristics ,[object Object],[object Object],[object Object]
SBU ,[object Object],[object Object],[object Object],[object Object]
The BCG Matrix Mkt Share Mkt growth Cash Cows Dogs Stars ???
SBU strategies ,[object Object],[object Object],[object Object],[object Object]
SWOT Analysis ,[object Object],[object Object],[object Object],[object Object]
The GE Model Business Strength Mkt Attractiveness Strong Medium Weak Strong Medium Weak
Ansoff’s Product-Market Grid Current products New products Current Mkts New Mkts Mkt penetration strategy Mkt development strategy Product development strategy Diversification strategy
The Planning Process ,[object Object],[object Object],[object Object],[object Object]
Porter’s Generic Strategies ,[object Object],[object Object],[object Object]
Marketing Control ,[object Object],[object Object],[object Object]

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Strategic marketing planning

Editor's Notes

  1. Movies – entertainment Cars – transportation Cosmetics - hope
  2. Scope – industry, product and applications,competence,market segment,vertical,geographical